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Grease : LIVE!
Live Sunset Blvd. Billboard

CHALLENGE

Utilize existing Grease: Live! media assets to create a PR stunt that generates social and press awareness leading in to the premiere.

SOLUTION

Create a mini-Grease Live on a Sunset Blvd billboard for seven days leading up to the premiere.

A 48’ stage was built along the boAom of the Grease: Live! Sunset Boulevard billboard complete with speakers for music. 6 professional dancers were costumed (T-birds and Pink Ladies) and trained to perform Grease dance routines during morning and evening rush hours.

The activation was kicked-off with a press conference with original Grease cast members in addition to Grease Live cast members.

RESULTS

  • Over 46MM impressions generated
  • Secured promotion from over 15 top digital and press outlets including Access Hollywood, LA Times, and the Hollywood Reporter
  • Original and new cast members attended the press event with additional celebrities tweeting the activation on-site